ELABORATION OF THE BALANCED SCORECARD ALIGNED TO THE OBJECTIVES OF THE FEDERAL UNIVERSITY OF SANTA CATARINA: A CASE STUDY AT THE UFSC EDITOR

It focuses on the proposal of a performance panel, provided by the instrument Balanced Scorecard (BSC), to Editora da Universidade Federal de Santa Catarina (EdUFSC), with procedures adapted according to the UFSC's Institutional Development Plan 2015-2019 (PDI in Portuguese). Thus, it was necessary to align some Editora's functions with its specific objectives, for instance: to operationalize the strategies and integrate them with UFSC's PDI; and to elaborate the performance panel of EdUFSC. The strategic map and the BSC were developed according to the interactions made with the Editora's directors, such as interviews, questionnaires, and daily observations of different sectors. The results show an institutional integration and conciliation between EdUFSC and PDI 2015-2019, through the elaboration of the strategic map and the BSC's performance panel, as well as the improvement of BSC's method. The strategic observation at EdUFSC provided the identification of the clients' perspective, its internal processes, and the opportunity to learn and grow. These perspectives are based on eleven (11) strategic objectives, which compose the thirteen (13) development indicators. It was possible to identify the Status Quo, the goals, and the initiative to achieve the proposed objective. The synthesis of the results converges to the global assessment analysis about EdUFSC's performance, which has, as a reference, a negative rate of six (6) points, since it did not have an effective model which could align its strategies to its goals. However, due to the application of BSC's model, which is suggested to work with goals and campaigns, its performance increased by eighty-six (86) positive points.